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We are creatures of habit. We follow the same routine in the morning, travel to work the same way each day and go through the same routines when we get to work: make a cup of tea / coffee, switch on the computer, talk to colleagues, deal with emails.

One of the problems with doing the same things every day, following the same routine is that we stop noticing things. We get habituated to our surroundings. Indeed, as human beings we are evolutionary conditioned to notice movement or change but not that which is barely moving or still…..still the same. We can often miss when things in our business get dated and are not as innovative and fresh as they need to be.

You are no doubt several years into your business journey. Your logo and business branding was probably done a number of years ago, indeed your website is probably several years old.

Get a picture in your mind of where you wish to take your business? Where do you want your business to be in terms of turnover and profitability in three years time? In five years time?

Now look at your current business branding: logo, company brochure, website, social media pages, even your business cards and letterheads. Is your current brand image going to be credible when you are operating at the size of business you are targeting five years hence? In many cases, I would suggest the answer is No.

I have worked with three different clients recently on businesses ranging from a few hundred thousand turnover to more than £10 million turnover. Once understanding the aspirations of the companies, I have looked at their branding and there was a mismatch between their current branding and where they wanted to take their business.

Of course, we know we get judged on how we look. The same applies to our business. How your business looks: logo, brochures. website, social media sites, staff clothing, your office, the cleanliness of your vehicles it all paints a picture (often subconsciously) in the mind of your customer / potential customer.

Take a look at Eddie Stobart trucks. The trucks are always clean and the drivers smartly dressed. What do you automatically surmise about that business? “If they take as much care with the goods they are transporting as they do the appearance of the trucks and drivers then they are a company I can trust to deliver my products”.

Often businesses start off with a logo designed by themselves or by a graphic designer they could afford. Now 5 or 10 years further on your budget is bigger and design trends have changed. Now may be the time for you to invest in a new look for your business. This is all the more pertinent if you are a high growth company looking to punch above your weight. To get a ticket to the game you need to be credible at first glance. Do you look the part? If you don’t, no matter the calibre of your product and service you will not get the chance to demonstrate your prowess.

Take a good look at your brand and the visual impact your business has on the market place. Let’s say you want to go from £10m to £50m in 5 years, do you have a £50m brand? If not, sort it out. Work with a good designer of the calibre fitting of where you want to get to. If you are a business with more than a £1m turnover and have high growth aspirations then work with a graphic design firm that can justify a fee of £5,000 – £7,000. Work with them on your new logo / brand identity and apply that across your website, company presentations and brochure, vehicles, uniforms / work wear, business cards, videos, social media sites.